U.S. Boomers Wary of Future, But Still Want Golden Vacations

Travel-industry marketing to baby boomers should take into account their growing financial anxieties, but not so much that they ignore what boomers really want in their way. "Boomers aren't focused on deals as much," says Sam Sebastian, director of North American local and b-to-b markets for Google. "Our research points to the segment being focused on the quality of the experience: They still go to the top resorts, but maybe now for five days instead of seven."

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